I really hate to do this, because it's an important campaign for a very serious cause, but who on earth let these ads run with this headline?
If you don't get it, don't feel bad. It just means you're less cynical and paranoid than the average agency or client person. We have to let our minds crawl into the gutter to troubleshoot headlines and images for unintentional (and very unfortunate!) double entendres or easy and damaging parodies. Something everyone involved in these ads seems to have failed to do.
There's a third execution, BTW. And I have no issue with it.
I've seen this campaign on the sides of busses in Ottawa since before Christmas, but failed to get a picture in time. Ironically, I could never remember the call-to-action, and I was afraid that even trying to Google the campaign would get me on some sort of RCMP watchlist. Just this morning, though, I finally found a story about it on CTV.
Cybertip.ca, a national tip line for suspected cases of child exploitation on the Internet, gets operating money from communications giants Bell, Telus, Shaw, MTS Alstream, and SaskTel, among others — including the Government of Canada and the Government of Manitoiba (where the project began).
Obviously, it's in everyone's interest to protect kids while still keeping the Internet reasonably liberated. But as both a creative professional and a parent, I just think it's a shame they didn't look at that copy one more time.
Still don't see it? Good for you. It's better that way.